Sports Entertainment Tours expands UK & Ireland agent network through Travel Counsellors partnership

Sports Entertainment Tours, a specialist provider of premium sports and entertainment travel experiences, has secured a major new UK and Ireland partnership, strengthening its position within the travel trade and expanding access to its offering through one of the industry’s most established advisor networks.

The partnership with Travel Counsellors will give advisors across the UK and Ireland access to Sports Entertainment Tours’ full range of entertainment travel packages, including global sporting events, concerts and bespoke experiences. It also connects the business to a global network of more than 2,200 Travel Counsellors, one of the largest communities of independent travel professionals, each serving their own loyal base of leisure and corporate clients.

The collaboration comes in response to growing demand for premium, experience-led travel, as clients increasingly seek access to major global sporting and entertainment events.

John Boyde, Managing Director at Sports Entertainment Tours, said:

“This partnership represents a significant milestone for our business and underlines our continued growth within the travel industry.

“Travel Counsellors has built its success on trusted, personal relationships with clients, which closely mirrors our own approach, enabling us to respond to growing demand for experience-led travel and bring our offering to a much wider audience.”

Headquartered in Belfast and launched in 2021, Sports Entertainment Tours has quickly built a strong reputation for delivering tailored travel experiences to some of the world’s most sought-after events. Its offering spans Premier League football, Formula 1, rugby, cricket, golf, tennis and horse racing, alongside premium concert experiences and a growing US sports programme featuring bucket-list events such as the Super Bowl and NBA.

A key differentiator for the business is its partnership-led approach, working directly with teams, leagues and governing bodies to secure official ticket allocations. This allows agents to offer clients guaranteed access and competitive pricing, often unavailable through traditional channels.

Beyond ticket access, the company delivers fully managed, end-to-end travel experiences, including flights, accommodation, hospitality and transport, with the option of dedicated on-the-ground hosts to support clients throughout their trip. These capabilities are now available to Travel Counsellors, enabling them to deliver seamless, fully managed experiences to their clients.

Supported by wider group expertise in delivering high-volume travel logistics for professional sports teams globally, Sports Entertainment Tours also brings proven capability in managing complex group and corporate bookings at scale.

Jordan McCluskey, Business Development Manager at Sports Entertainment Tours, added:

“This announcement marks an important step in our wider strategy as we continue to build meaningful, long-term partnerships across the travel industry, particularly with advisors working across the premium leisure and corporate space.

“Travel Counsellors now have direct access to our full offering, backed by a team that understands how to support both them and their clients at every stage. We’re looking forward to working closely together to deliver exceptional experiences while strengthening our presence across the travel trade.”

Sonny Bojko, Retail Partner Executive at Travel Counsellors, said:

“We’re delighted to be partnering with Sports Entertainment Tours to give our customers even greater access to unforgettable live experiences around the world. From major sporting events and concerts to once-in-a-lifetime entertainment moments, this partnership adds another strong option to our portfolio and reflects the growing demand for experience-led travel.”

For more information, visit www.sportsentertainmenttours.com or contact the dedicated agency sales team at agents@sportsentertainmenttours.com